The 10 Most Effective Ways to Lose a Project Interview
July 30, 2011
It never ceases to amaze me that firms will spend thousands of dollars on renderings, software, and other flashy props in an attempt to win the work. Meanwhile, I would suggest that we have let this cloud the value of good, persuasive communication.
Let's see the "3D model flying in from the side of the room and directly connecting to the committee members' loaded iPads" aside for a moment. Let's reflect on the simple areas in which companies typically falter.
Don't Go in with a Specific Purpose: It is critically important that your team know why they are there over all other companies and make a commitment to convey that over and over again to the potential client. Begin by simply asking yourself (team). "Why really and specifically should we get this project?" Whatever that reason may be, make certain the prospective client knows without a doubt what that is.
Talk Too Much: One way of turning off a potential client (or anyone for that matter) is to talk too much. Try breaking up the content by bringing in multiple people to present the material and discuss it in a conversational style to build chemistry while breaking up a potential monologue. If you are the fortunate one to have the majority of the content for a presentation, use more pauses to let your listener absorb what you have said before you move on.
Get Too Comfortable: Let's not forget, regardless of location, if you are interviewing for a project, you are in their house, and it is important to treat it as such. You essentially are interviewing to give the prospect a reason to eliminate you; let's not let it be for a ridiculous reason, like putting your elbows on the table or sitting at the head of the table reserved for someone else on the selection committee.
Have the Wrong Person Speak: It is no secret that the prospective client wants to hear from their main point of contact or the day-to-day individual on the project. Even if you, the principal, or executive are the best speaker or presenter, your job is to strengthen the team.
Forget the Benefits: If everything you say is centered on the project you are pursuing, that is a tremendous leap in the right direction. But, if you add in simply why you are telling them what you shared with them, you truly would tower over your competition. We get so caught up in what we are going to tell them and remembering the very best way to state it that we forget to articulate the importance to them.
Ignore Basic Etiquette: Being polite, listening, and being responsive makes all the difference in making a strong first impression and a lasting impression. Items like who offers their business cards first, helping yourself to water, chewing gum, etc. can and regularly do make a difference. It would be a good investment of time to review the little things that matter.
Don't Answer the Questions Asked: Even if the client does not set forth a specific set of questions prior to a project interview, clients always have an agenda. The key is finding out what they want to know and spending time answering the questions directly. If you are aware of questions they want answered ahead of time, make sure each and every question is answered in the order asked. Don't let multi-part questions go unanswered either.
Don't Listen: Even if you are in a more formal interview setting, there is always an opportunity to listen. The potential client is evaluating how well you listen based on how you listen and interact with your team members, how much time you allow for a pause after you have been asked a question, and certainly how you tailor your answers to reflect that you have heard their concerns. Keep in mind that the majority of questions are actually statements with question marks at the end.
Forget Who Your Audience Is: When you are presenting, as obvious as it may seem, your potential client and committee have preferences, dislikes, pet peeves, and messages that are music to their ears. For example, some women are offended by a presenter saying "you guys" when speaking to a male/female audience, finding it too casual and demeaning. Others are listening to any part of the content that pertains to them. Each and every listener has a perspective from which they come; it is highly beneficial to play to that when you are speaking.
Don't Ask for the Opportunity: So you have pursued, prepared, practiced, and pondered all angles of the project, committee, and presentation. Who formally asked (with genuine passion and sincerity) for the opportunity/project? Most often no one. Make this a part of the essential message.
One of my favorite responsibilities as a marketing coach is working with teams to improve their presentation skills. It is always particularly disappointing to hear that something so small has caused their valiant efforts to be overlooked. Proper preparation is key.
In your next interview, evaluate which of these areas you find yourself/your team tripping up and work proactively to overcome these simple communication flaws to increase your presentation success.
This article was reproduced with permission by the author, Danielle B. Feroleto, who will be presenting these and several more tips in more depth at "Build Business: The Bottom Line" in Chicago in August 24-26, 2011.
About the Author
Danielle B. Feroleto, MA, CPSM, has more than 15 years of business development and marketing experience specifically in the A/E/C industry. In addition to founding an A/E/C marketing firm, Small Giants, Phoenix, Daniels is an adjunct faculty member at Arizona State University, teaching undergraduate- and graduate-level marketing and business development classes. Danielle can be reached at 602.314.5549 or danielle@smallgiantsonline.com.
